In online marketing, a landing page is nothing but a specifically designed stand-alone web page, where web users are supposed to land after they click a Google Ad displayed on the Search Engine Result Pages or SERPs. The entire design of a landing page is done with a single objective in mind — to make the web users click on the embedded link on the page that will take them straight to the website, which was advertising its business on the Google Ad displayed on the Search Engine Result Pages.
The primary purpose of designing a Landing page is to cause a Call to Action (CTA). In layman terms, it simply means that the landing page should be able to make the web user (landing on it) click on the link provided on its page. And as a consequence, the web user is then directed to the original site as a potential lead, which could also turn into a confirmed sale at any point of time.
If a Landing page is designed the way it should be, then it can be a website’s best bet for increasing its conversion rates on the Google Ads and bringing down the website’s cost of acquiring a lead or a sale. But getting the design of the landing page right would also involve the fundamental understanding of achieving a message match, which is the capability of the landing page to exactly replicate the message given on the Google Ad put up on the SERPs. If the landing page doesn’t reiterate the message quickly and clearly with the one advertised on the Goggle Ad, the web users won’t wait long and close the landing page within a few seconds of their arrival on it.
The most appropriate time to use a Landing Page is when you run a Google AdWord campaign to attract high potential leads to your website. As a matter of fact, you will need a landing page specifically for every Google AdWord campaign that you run for attracting leads to your site every time. However, there can be other instances too when you might need a targeted landing page…
You might need separate landing pages, if you wish to inform different classes of customers about the discounts you are offering on your products. This will not only allow you to maintain the privacy of your message, but also help you in personalizing the message without interfering with the basic purpose of your homepage.
Since your website is a marketing tool that is designed with the sole purpose of navigating your potential customers to your homepage, product specifications pages and product shopping cart pages, you won’t need to do anything extra about that part, because it will handle everything on its own. However, if you want to focus on a particular product that is a new introduction in the market, or a product that has not really picked up as well as others, then you can definitely go for a landing page strategy to promote give some of your products that extra push.
If you understand what is the main purpose of a landing page, then you will know that a Landing page can be a very effective business promotion tool, if you understand the dynamics of it and use the design and text elements properly to create the impact that is desired. Web users, who click on a 140 characters Google Ad to arrive at your landing page, are most likely to know very little about your website’s business in advance. That’s why; giving them pertinent information in the shortest and sweetest way should be your primary objective when you go through the paces of designing a landing page.
Need help? Check out Best Landing Pages Software.